{"id":391424,"date":"2016-06-14T07:07:45","date_gmt":"2016-06-14T05:07:45","guid":{"rendered":"http:\/\/www.socialmediasocialmedia.nl\/strategie_nieuws\/?p=391424"},"modified":"2016-06-14T11:40:40","modified_gmt":"2016-06-14T09:40:40","slug":"de-brand-promise-lijkt-verleden-tijd","status":"publish","type":"post","link":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/de-brand-promise-lijkt-verleden-tijd\/","title":{"rendered":"De old school &#8220;brand promise&#8221; lijkt verleden tijd"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-391427 aligncenter\" src=\"http:\/\/www.socialmediasocialmedia.nl\/strategie_nieuws\/wp-content\/uploadsnieuwssocial\/2016\/06\/Brand-Promise-Gallup.png\" alt=\"Brand-Promise-Gallup\" width=\"542\" height=\"357\" title=\"\"><\/p>\n<p>De &#8220;brand promise&#8221; is al geruime tijd datgene wat marketingcommunicatie behoort uit te dragen. Ook ligt\u00a0deze belofte onder vuur. Heel succesvolle bedrijven doen soms het tegenovergestelde en lijken op snelheid hun geloofwaardigheid te verliezen omdat ze niet altijd die gewenste openheid kunnen tonen. <em>Hebben consumenten het spelletje door, of is het slimme positionering?<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-391428 aligncenter\" src=\"http:\/\/www.socialmediasocialmedia.nl\/strategie_nieuws\/wp-content\/uploadsnieuwssocial\/2016\/06\/coca-cola-india-company-presentation-11-728.jpg\" alt=\"coca-cola-india-company-presentation-11-728\" width=\"728\" height=\"546\" title=\"\" srcset=\"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-content\/uploadsnieuwssocial\/2016\/06\/coca-cola-india-company-presentation-11-728.jpg 728w, https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-content\/uploadsnieuwssocial\/2016\/06\/coca-cola-india-company-presentation-11-728-300x225.jpg 300w, https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-content\/uploadsnieuwssocial\/2016\/06\/coca-cola-india-company-presentation-11-728-520x390.jpg 520w, https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-content\/uploadsnieuwssocial\/2016\/06\/coca-cola-india-company-presentation-11-728-250x188.jpg 250w, https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-content\/uploadsnieuwssocial\/2016\/06\/coca-cola-india-company-presentation-11-728-700x525.jpg 700w\" sizes=\"auto, (max-width: 728px) 100vw, 728px\" \/><\/p>\n<h2>Forbes<\/h2>\n<p>Forbes-blogger Anthea Kelsick breekt het lans voor het omgooien van de meest populaire merkstrategie. De merkbelofte schetst een beeld van wat de consument kan bereiken door het aanschaffen van het product. Dit is de drijvende kracht achter 99% van de mode-reclame, maar ook achter de belevingscommunicatie van bijvoorbeeld merk Coca-Cola: <em>Open Happiness<\/em>.<\/p>\n<blockquote><p>Established leaders are also responding to this shift in consumers\u2019 attitudes. <span class=\"quotecard ng-isolate-scope\" data-ticker=\"null\" data-exchange=\"NYSE\" data-type=\"organization\" data-naturalid=\"fred\/company\/1020\" data-quotes-closing=\"0.0\" data-quotes-now=\"0.0\" data-link=\"\/companies\/coca-cola\" data-name=\"Coca-Cola\"><a class=\"ng-binding\" href=\"http:\/\/www.forbes.com\/companies\/coca-cola\" target=\"_self\" rel=\"noopener\">Coca-Cola<\/a><\/span>made industry news recently when they abandoned the very successful \u201cOpen Happiness\u201d campaign for the more product-led program hinged on the tagline, \u201cTaste the Feeling.\u201d This new positioning still plays to the emotion of happiness and celebrates friendship as established in past campaigns, but it is firmly rooted in the properties of the deliciously sweet and bubbly drink. It effectively re-integrates the product experience into the big brand story, and moves away from promising empowerment from a soft drink.<\/p>\n<p>Similarly, Bud Light has left the \u201cUp for Whatever\u201d attitude behind. New bottle and can designs reinstitute the \u201cAB\u201d crest, to reconnect with the brand\u2019s heritage of premium ingredients, commitment to brewing, and smooth taste.<\/p><\/blockquote>\n<h2>Consumenten<\/h2>\n<p>Kelsick betoogt dat de meeste consumenten ondertussen wel door hebben dat de voorgeschotelde belofte zelden binnen kun bereik ligt en al helemaal niet door de aankoop van een product. Bovendien zorgt individualisering ervoor dat grootouders en kleinkinderen dezelfde merkvoorkeuren kunnen hebben.<\/p>\n<p>&nbsp;<\/p>\n<p><em>Via: www.2minuteacademy.nl\/Forbes.com<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#46;&#46;&#46;<\/p>\n","protected":false},"author":158,"featured_media":391427,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5546],"tags":[],"class_list":["post-391424","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-column"],"_links":{"self":[{"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/posts\/391424","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/users\/158"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/comments?post=391424"}],"version-history":[{"count":0,"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/posts\/391424\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/media\/391427"}],"wp:attachment":[{"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/media?parent=391424"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/categories?post=391424"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nieuws.marketing\/strategie_nieuws\/wp-json\/wp\/v2\/tags?post=391424"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}